This document discusses conversion rate optimization (CRO) and provides tips for increasing conversion rates. It outlines basics of CRO including widening the top of the funnel through tactics like PPC and narrowing the bottom through optimization. It recommends checking site functionality and forms, improving load times, and upgrading old designs before starting tests. Five testing tactics are described: using gut instinct, following best practices, leveraging public test data, running your own tests, and case studies are provided.

1. Basics of Conversion Rate Optimization Mima Summit 2010 Scott Miller, CEO Vertster.com @optimizeit

3. CRO makes the bottom of the funnel fatter

4. End result- more leads, sales, customers, happinessConversions

5. 4 Things to do Before you Begin Make sure your site works!!!!! Double check your forms Improve Load Times Consider upgrading old HTML- CSS Based layouts work best

6. #fail

7. Before you Begin Make sure your site works Double check your forms Improve Load Times Consider upgrading old HTML- CSS Based layouts work best

8. Table Layout

9. CSS – XHTML Layout

10. 5 Tactics for Increasing Conversion Rates Your Gut/ Bosses Gut Instinct Follow the Herd/ Best Practices Leverage Public Test Data Run your Own Tests

11. 1. Use your Gut Instinct It “Feels” right Have to do it to keep your job Requires no research or effort Relies on your own Expertise PROS

12. 1. Use Your Gut Instinct Usually wrong Completely Subjective Could lose your job if you are wrong “Experts” are wrong frequently CONS

13. 2. Follow the Herd/Best Practices Ideal if you don’t have enough traffic Easily Accessible There are a wealth of “experts” Great starting point for new sites or if you need to start testing PROS

14. What works for many does not work for all Your competitors can are doing it too CONS 2. Follow the Herd/Best Practices

15. Best Practices: 7 C’s of Conversion Optimization

16. 1. Capture Attention Use “YOU” in your copy Write to the benefits of the user Use “action” phrases

17. 2. Maintain Consistency PPC creative to Landing Page Message Match

18. 3. Make it Clear- (Keep it Simple, Stupid)

19. 4. Clarify Offer/ Value Proposition

20. 5. Boost Credibility

21. 6. Create Scarcity

22. 7. Close the Sale

23. 7 C’sSummary Capture the attention of the Customer Maintain Consistency throughout the experience Make it Clear What the User is Supposed to do Communicate the Unique Value Proposition Instill Credibility in your Company Create Scarcity to Increase Demand Close the Sale

24. 4. Leverage Others Test Data Similar to Best Practices Proven Data More and More resources all the time Difficult to get Test Data for similar sites What works for one site does not work for all CONS PROS

25. 5. Run a Test on your Site Get real, actionable, objective data Tools are available for all budgets Ever increasing number of “experts” It is technical Requires a statistically significant amount of traffic (lots). Can give false positives. CONS PROS

26. How to Roll your Own Tests Plan your Strategy Have clear, defined goals Select an Agency/Vendor or use GWO What type of Test should you run?

27. What Type of Test? A/B: Easy to understand Requires less traffic One in Three tests get a lift Multivariate: Increased odds of seeing lift Takes longer to get results Requires up-front investment

28. Easy High Impact Tests Buttons: Size, Position, Copy, Color Value Proposition: Headlines, Copy, Product Shots Offer: Scarcity, Credibility, Promotion Usability: Font Size, Number of Form Fields, Length of Page Media: Animation, Video, Audio, Spokespeople

29. Tech Talk: What is Possible Simple Stuff: Different Complete URLs Headlines Images HTML Advanced Stuff: AJAX/Jquery CSS Style Sheets Javascript Dynamic Content Injection

30. Case Study: Search Landing Page

31. MVT – Four Variables, 81 Recipes Header Top Navigation Main Nav “Pre Results” Goal: Click on Outgoing Paid Ads Overview of Test Design

33. Removed Navigation

34. Removed Breadcrumbs40% Lift

35. Example: Sitewide Credibility The Age Old Question… Is the Security Seal worth the money?

36. Example: Sitewide Credibility With a Twist… What if you make your own seal??

37. A/B/C Split Test All Traffic/ Pages (SWO) Several Hundred Online Stores Goal: Sales Conversion/ RPV Overview of Test Design

38. What do you think?

39. Results “Name Brand” Seal was best Better to have no seal than homemade seal Homemade reduced RPV by 5-10%

40. 3 Takeaways People spend/share more when they feel safe Be cognizant of experimental noise Don’t Ignore Segments- Dayparting, URL parting, etc are important with SWO.